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題名 公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之關係探討
The relationships among corporate branding, brand-centered HRM, employee-based brand equity, and brand citizenship behavior作者 黃麗蓉 貢獻者 韓志翔
黃麗蓉關鍵詞 公司品牌管理
品牌導向人力資源管理
員工為基礎品牌權益
品牌公民行為
迴歸分析
corporate branding
brand-centered HRM
employee-based brand equity
brand citizenship behavior
regression analysis日期 2010 上傳時間 30-Oct-2012 10:39:10 (UTC+8) 摘要 本研究欲了解企業內部品牌行銷的四個重要因素：公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之間的關係。希望以品牌服務人員的角度針對此議題進行研究。本研究以問卷調查的量化方式衡量品牌服務人員對於公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為的認知情形。之後以迴歸方法進行分析，探討上述變數之間的關係。本研究獲得下列結論：一、本研究確認公司品牌管理對品牌導向人力資源管理有顯著且正面的關係。故公司品牌管理必須採用品牌導向人力資源管理來塑造員工對企業品牌的認知。二、本研究確認品牌導向人力資源管理對員工為基礎品牌權益有顯著且正面的關係。故當企業採用品牌導向人力資源管理時，可以提昇員工為基礎品牌權益。三、本研究確認員工為基礎品牌權益對品牌公民行為有顯著且正面的關係。故當員工為基礎品牌權益高時，員工會成為企業品牌的擁護者與守護者，而在替顧客服務時，會主動思考品牌的利益，而無條件的展現對於品牌的正面態度與行為，即展現品牌公民行為。
This study investigates the relationship between four critical factors of internal brand marketing, including corporate branding, brand-centered HRM, employee-based brand equity, and brand citizen behavior. This study is designed to use quantitative method to understand the cognition of four factors from brand service personnel. Then, regression analysis is used to investigate the relationship between four factors. This study finally draws three conclusions. First, there is a positive relationship between corporate branding and brand-centered HRM. Thus, the corporate should consider to adopt brand-centered HRM to educate employees when it decides to use corporate branding strategy. Second, there is a positive relationship between brand-centered HRM and employee-based brand equity. Thus, the corporate could enhance employee-based brand equity when it adopts brand-centered HRM. Third, there is a positive relationship between employee-based brand equity and brand citizen behavior. Thus, if employee-based brand equity is significant, brand service personnel may act positive brand citizen behavior voluntarily.參考文獻 英文參考資料1. Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.2. Allan, S. (2004), “Internal branding blueprint”, B to B, Vol. 89(10), pp. 9.3. Ambler, T. and Barrow, S (1996), “The employer brand”, Journal of Brand Management, Vol. 4, pp.185-206.4. Aurand, T. W., Gorchels, L., and Bishop, T. R. (2005), “Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy”, Journal of Product & Brand Management, Vol. 14(3), pp.163-169.5. Balmer, J. M. T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 4, pp. 963-996.6. Balmer, J. M. T. (2001), “Corporate identity, corporate branding, and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 248-291.7. Bettencourt, L. A., Gwinner, K. P. and Meuter, M. L. (2001), “A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors”, Journal of Applied Psychology, Vol. 86, No. 1, pp. 29-41.8. Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioral approach to internal brand management”, The Journal of Brand Management, Vol. 12, No. 4, pp. 279-300.9. Chang, A. H, Chiang, H. H., and Han, T. S. (2010), “A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behavior, and customer satisfaction”, NCCU working paper. pp. 1-29.10. De Chernatony, L.(1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-79.11. de Chernatony, L. (2006), From brand vision to brand evaluation, Oxford: Butterworth- Heinemann.12. Delery, J. E., and Doty, D. H. (1996), “Modes of theorizing in strategic human resource management: Tests of universalistic, contingency, and configurational performance predictions”, Academy of Management Journal, Vol. 39, No. 4, pp. 802-835.13. Einwiller, S. and Will, M. (2002), “Towards an integrated approach to corporate branding-an empirical study”, Corporate Communications, vol. 7, No. 2, p.100.14. Girod, S. J. G.. (2005), “The human resource management practice of retail branding: An ethnography within Oxfam trading division”, International Journal of Retailing & Distribution, Vol. 33, No. 6/7, pp. 514-530.15. Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 441-456.16. Hatch, M. J. and Schulz, M. (2003), “Bring the corporation into corporate branding”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1041-1064.17. Interbrand Insights (2001), “Aligning your organization and your brand for performance”, March No. 3. pp. 1-5.18. Jacobs, R. (2003), “Turn employees into brand ambassadors”, Bank Marketing, Vol. 35(3), pp.22-26.19. Kärreman and Rylander, (2008), “Managing meaning through branding the case of a consulting Firm”, Organization Studies, 29(1), pp. 103–125.20. Kay, M. J. (2006), “Strong brands and corporate brands”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 742-760.21. Keller, K. L. (1998), Strategic Brand Management, Upper Saddle River, NJ: Prentice Hall. 22. Kim, H. B., Kim, W. G., and An, J. (2003), “The effect of consumer-based brand equity on firms’ financial performance”, The Journal of Consumer Marketing, Vol. 20, pp.335–351.23. Kimpakorn, N and Tocquer, G (2009), “Employees` commitment to brands in the service sector: Luxury hotel chains in Thailand”, Journal of Brand Management, Vol. 16, pp. 532–544.24. King, C. and Grace, D. (2009), “Employee Based Brand Equity: A Third Perspective”, Services Marketing Quarterly, Vol.30: 2, pp.122 - 14725. Knox, S. and Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37, No.7/8, pp. 998-1016.26. Leitch, S. and Richardson, N. (2003), “Corporate branding in the new economy”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1065-1079.27. Muzellec, L. and Lambkin, M. (2006), “Corporate re branding: destroying, transferring or creating brand equity?”, European Management Journal, Vol. 40, No. 7/8, pp. 803-824.28. Organ, D.W. (1988), Organizational citizenship behavior: The good soldier syndrome, Lexington, MA: Lexington, Books. 29. Parnell, J. A. and Crandall W. (2003), “Propensity for paticipative decision-making, job satisfaction, organizational commitment, organizational citizenship behavior, and intentions to leave among Egyptian management”, Multinational Business Review, 11(1).30. Podsakoff, P. M., MacKenzie, S. B., Paine, J. B. and Bachrach, D. G. (2000), “Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research”, Journal of Management, Vol. 26, pp. 513-563.31. Robinson, S. L. and Morrison, E. W. (1995). “Psychological contracts and OCB, The effect of unfulfilled obligations on civil virtue behavior”, Journal of Organizational Behavior, 16, pp. 289-298.32. Sullivan, J. (2004), “Eight elements of a successful employment brand”, ER Daily, 23 Febreary33. Dell, D., Ainspan, N., Bodenberg, T., Troy, K., andHickey, J. (2001), “Engaging Employees through Your Brand”, New York: The conference Board, Research Report No. 1288-01-RR.34. Uggla, H. (2006), “The corporate brand association base: A conceptual model for the creation of inclusive brand architecture”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 785-802.35. Urde, M. (2001), “Core value-based corporate branding building”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1017-1040.36. Vallaster, C. and de Chernatony, L. (2006), “internal branding building and structuration: the role of leadership”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 761-784.37. Van Riel, C. B. M. and Balmer, J. M. (1997), “Corporate identity: The concept, its measurement and management”, European Journal of Marketing, Vol. 31, No. 5/6, pp. 340-355.38. Wang, H., Law, K. S., Hackett, R. D., Wang, D. and Chen, Z. X. (2005), “Leader-member exchange as a mediator of the relationship between transformational leadership and followers performance and organizational citizenship behavior”, Academy of Management Journal, Vol. 48, No. 3, pp. 420-432.39. Whitener, E. M. (2001), “Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling”, Journal of Management, Vol. 27, pp. 515–535.40. Youndt, M., Snell, S. A., Dean, J. W. and Lepak, D. P. (1996), “Human resource management, manufacturing strategy, and firm performance”, Academy of Management Journal, Vol. 39, pp. 836–866.中文參考資料1. 黃延聰、黃淑琴(2009)。內部品牌化：台灣國際品牌廠商之研究，台灣管理學刊，第9卷第1期，第65-96頁。2. 江旭新(2010)。品牌心理擁有感之前因與結果因素之研究：量表發展與多層次之研究方法，國立政治大學企業管理研究所，博士論文。第1-233頁。3. 巫喜瑞, 黃俊英（2000）。內部行銷觀念及其與人力資源管理之比較，企銀季刊，第23卷第3期，第125-133頁。 描述 碩士
國立政治大學
企業管理研究所
98355021
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355021 資料類型 thesis dc.contributor.advisor 韓志翔 zh_TW dc.contributor.author (Authors) 黃麗蓉 zh_TW dc.creator (作者) 黃麗蓉 zh_TW dc.date (日期) 2010 en_US dc.date.accessioned 30-Oct-2012 10:39:10 (UTC+8) - dc.date.available 30-Oct-2012 10:39:10 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 10:39:10 (UTC+8) - dc.identifier (Other Identifiers) G0098355021 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54286 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 98355021 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 本研究欲了解企業內部品牌行銷的四個重要因素：公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之間的關係。希望以品牌服務人員的角度針對此議題進行研究。本研究以問卷調查的量化方式衡量品牌服務人員對於公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為的認知情形。之後以迴歸方法進行分析，探討上述變數之間的關係。本研究獲得下列結論：一、本研究確認公司品牌管理對品牌導向人力資源管理有顯著且正面的關係。故公司品牌管理必須採用品牌導向人力資源管理來塑造員工對企業品牌的認知。二、本研究確認品牌導向人力資源管理對員工為基礎品牌權益有顯著且正面的關係。故當企業採用品牌導向人力資源管理時，可以提昇員工為基礎品牌權益。三、本研究確認員工為基礎品牌權益對品牌公民行為有顯著且正面的關係。故當員工為基礎品牌權益高時，員工會成為企業品牌的擁護者與守護者，而在替顧客服務時，會主動思考品牌的利益，而無條件的展現對於品牌的正面態度與行為，即展現品牌公民行為。 zh_TW dc.description.abstract (摘要) This study investigates the relationship between four critical factors of internal brand marketing, including corporate branding, brand-centered HRM, employee-based brand equity, and brand citizen behavior. This study is designed to use quantitative method to understand the cognition of four factors from brand service personnel. Then, regression analysis is used to investigate the relationship between four factors. This study finally draws three conclusions. First, there is a positive relationship between corporate branding and brand-centered HRM. Thus, the corporate should consider to adopt brand-centered HRM to educate employees when it decides to use corporate branding strategy. Second, there is a positive relationship between brand-centered HRM and employee-based brand equity. Thus, the corporate could enhance employee-based brand equity when it adopts brand-centered HRM. Third, there is a positive relationship between employee-based brand equity and brand citizen behavior. Thus, if employee-based brand equity is significant, brand service personnel may act positive brand citizen behavior voluntarily. en_US dc.description.tableofcontents 摘要 1Abstract 2誌謝 3第一章 緒論 9第一節 研究動機 9第二節 研究目的 12第三節 研究流程 13第二章 文獻探討 15第一節 公司品牌管理 15第二節 以品牌為導向的人力資源管理 21第三節 以員工為基礎的品牌權益 22第四節 品牌公民行為 24第五節 建立研究假說與研究架構 27第三章 研究方法 33第一節 研究變數與問卷發展 33第二節 資料蒐集方法 41第三節 資料分析方法 43第四章 資料分析與研究結果 47第一節 問卷回收情形 47第二節 問卷樣本敘述性統計分析與相關分析 48第三節 信度與效度分析 56第四節 迴歸分析 57第五節 分析結果彙總 71第五章 結論與建議 72第一節 研究結論 72第二節 實務意涵 75第三節 研究限制 77第四節 未來研究方向 79參考資料 80附錄一 86附錄二 92 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355021 en_US dc.subject (關鍵詞) 公司品牌管理 zh_TW dc.subject (關鍵詞) 品牌導向人力資源管理 zh_TW dc.subject (關鍵詞) 員工為基礎品牌權益 zh_TW dc.subject (關鍵詞) 品牌公民行為 zh_TW dc.subject (關鍵詞) 迴歸分析 zh_TW dc.subject (關鍵詞) corporate branding en_US dc.subject (關鍵詞) brand-centered HRM en_US dc.subject (關鍵詞) employee-based brand equity en_US dc.subject (關鍵詞) brand citizenship behavior en_US dc.subject (關鍵詞) regression analysis en_US dc.title (題名) 公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之關係探討 zh_TW dc.title (題名) The relationships among corporate branding, brand-centered HRM, employee-based brand equity, and brand citizenship behavior en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 英文參考資料1. Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.2. Allan, S. (2004), “Internal branding blueprint”, B to B, Vol. 89(10), pp. 9.3. Ambler, T. and Barrow, S (1996), “The employer brand”, Journal of Brand Management, Vol. 4, pp.185-206.4. Aurand, T. W., Gorchels, L., and Bishop, T. R. (2005), “Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy”, Journal of Product & Brand Management, Vol. 14(3), pp.163-169.5. Balmer, J. M. T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 4, pp. 963-996.6. Balmer, J. M. T. (2001), “Corporate identity, corporate branding, and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 248-291.7. Bettencourt, L. A., Gwinner, K. P. and Meuter, M. L. (2001), “A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors”, Journal of Applied Psychology, Vol. 86, No. 1, pp. 29-41.8. Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioral approach to internal brand management”, The Journal of Brand Management, Vol. 12, No. 4, pp. 279-300.9. Chang, A. H, Chiang, H. H., and Han, T. S. (2010), “A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behavior, and customer satisfaction”, NCCU working paper. pp. 1-29.10. De Chernatony, L.(1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-79.11. de Chernatony, L. (2006), From brand vision to brand evaluation, Oxford: Butterworth- Heinemann.12. Delery, J. E., and Doty, D. H. (1996), “Modes of theorizing in strategic human resource management: Tests of universalistic, contingency, and configurational performance predictions”, Academy of Management Journal, Vol. 39, No. 4, pp. 802-835.13. Einwiller, S. and Will, M. (2002), “Towards an integrated approach to corporate branding-an empirical study”, Corporate Communications, vol. 7, No. 2, p.100.14. Girod, S. J. G.. (2005), “The human resource management practice of retail branding: An ethnography within Oxfam trading division”, International Journal of Retailing & Distribution, Vol. 33, No. 6/7, pp. 514-530.15. Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 441-456.16. Hatch, M. J. and Schulz, M. (2003), “Bring the corporation into corporate branding”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1041-1064.17. Interbrand Insights (2001), “Aligning your organization and your brand for performance”, March No. 3. pp. 1-5.18. Jacobs, R. (2003), “Turn employees into brand ambassadors”, Bank Marketing, Vol. 35(3), pp.22-26.19. Kärreman and Rylander, (2008), “Managing meaning through branding the case of a consulting Firm”, Organization Studies, 29(1), pp. 103–125.20. Kay, M. J. (2006), “Strong brands and corporate brands”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 742-760.21. Keller, K. L. (1998), Strategic Brand Management, Upper Saddle River, NJ: Prentice Hall. 22. Kim, H. B., Kim, W. G., and An, J. (2003), “The effect of consumer-based brand equity on firms’ financial performance”, The Journal of Consumer Marketing, Vol. 20, pp.335–351.23. Kimpakorn, N and Tocquer, G (2009), “Employees` commitment to brands in the service sector: Luxury hotel chains in Thailand”, Journal of Brand Management, Vol. 16, pp. 532–544.24. King, C. and Grace, D. (2009), “Employee Based Brand Equity: A Third Perspective”, Services Marketing Quarterly, Vol.30: 2, pp.122 - 14725. Knox, S. and Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37, No.7/8, pp. 998-1016.26. Leitch, S. and Richardson, N. (2003), “Corporate branding in the new economy”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1065-1079.27. Muzellec, L. and Lambkin, M. (2006), “Corporate re branding: destroying, transferring or creating brand equity?”, European Management Journal, Vol. 40, No. 7/8, pp. 803-824.28. Organ, D.W. (1988), Organizational citizenship behavior: The good soldier syndrome, Lexington, MA: Lexington, Books. 29. Parnell, J. A. and Crandall W. (2003), “Propensity for paticipative decision-making, job satisfaction, organizational commitment, organizational citizenship behavior, and intentions to leave among Egyptian management”, Multinational Business Review, 11(1).30. Podsakoff, P. M., MacKenzie, S. B., Paine, J. B. and Bachrach, D. G. (2000), “Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research”, Journal of Management, Vol. 26, pp. 513-563.31. Robinson, S. L. and Morrison, E. W. (1995). “Psychological contracts and OCB, The effect of unfulfilled obligations on civil virtue behavior”, Journal of Organizational Behavior, 16, pp. 289-298.32. Sullivan, J. (2004), “Eight elements of a successful employment brand”, ER Daily, 23 Febreary33. Dell, D., Ainspan, N., Bodenberg, T., Troy, K., andHickey, J. (2001), “Engaging Employees through Your Brand”, New York: The conference Board, Research Report No. 1288-01-RR.34. Uggla, H. (2006), “The corporate brand association base: A conceptual model for the creation of inclusive brand architecture”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 785-802.35. Urde, M. (2001), “Core value-based corporate branding building”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1017-1040.36. Vallaster, C. and de Chernatony, L. (2006), “internal branding building and structuration: the role of leadership”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 761-784.37. Van Riel, C. B. M. and Balmer, J. M. (1997), “Corporate identity: The concept, its measurement and management”, European Journal of Marketing, Vol. 31, No. 5/6, pp. 340-355.38. Wang, H., Law, K. S., Hackett, R. D., Wang, D. and Chen, Z. X. (2005), “Leader-member exchange as a mediator of the relationship between transformational leadership and followers performance and organizational citizenship behavior”, Academy of Management Journal, Vol. 48, No. 3, pp. 420-432.39. Whitener, E. M. (2001), “Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling”, Journal of Management, Vol. 27, pp. 515–535.40. Youndt, M., Snell, S. A., Dean, J. W. and Lepak, D. P. (1996), “Human resource management, manufacturing strategy, and firm performance”, Academy of Management Journal, Vol. 39, pp. 836–866.中文參考資料1. 黃延聰、黃淑琴(2009)。內部品牌化：台灣國際品牌廠商之研究，台灣管理學刊，第9卷第1期，第65-96頁。2. 江旭新(2010)。品牌心理擁有感之前因與結果因素之研究：量表發展與多層次之研究方法，國立政治大學企業管理研究所，博士論文。第1-233頁。3. 巫喜瑞, 黃俊英（2000）。內部行銷觀念及其與人力資源管理之比較，企銀季刊，第23卷第3期，第125-133頁。 zh_TW
